JP5203847B2 - Ad delivery method based on hypothetical targeting attributes - Google Patents

Description

  The present invention relates to a method for delivering a targeting advertisement. In particular, the present invention relates to a method for determining an assumed targeting attribute from targeting attributes of a plurality of users and delivering an advertisement based on the assumed targeting attribute.

2. Description of the Related Art Conventionally, in SNS (Social Networking Service), when one of users registered in a group purchases a product or service, a network advertisement distribution system for notifying other users in the group of information of the purchased product or service is disclosed. (For example, Patent Document 1).
JP 2007-317177 A

  By the way, in this network advertisement distribution system, advertisements relating to products or services purchased by other users in the group are only notified to users who have registered in a common group. For this reason, effective information is not always notified to the user.

  An object of this invention is to provide the method which enables effective advertisement delivery with respect to the user in a group based on the action of the other user in a group.

  The present invention provides the following solutions.

(1) A method of delivering advertisements,
In an advertisement distribution device that provides an advertisement distribution service,
Storing advertisement information;
And a step to collect the behavior history of Yu over The,
Determining and assigning a targeting attribute as an element for determining the content of the advertisement to be delivered to the user based on the collected action history;
Determining a targeting attribute given to a predetermined number of users among users belonging to the same group as a hypothetical targeting attribute;
Granting the hypothetical targeting attribute to users who are not assigned the same targeting attribute as the hypothetical targeting attribute among users belonging to the group ;
Dividing the targeting attribute assigned to the user from the hypothetical targeting attribute and storing it in a storage unit;
Delivering an advertisement according to the hypothetical targeting attribute to a user terminal of the user to which the hypothetical targeting attribute is assigned based on the storage unit;
Including methods.

  According to such a configuration, the advertisement distribution apparatus determines a targeting attribute assigned to a predetermined number of users as a hypothetical targeting attribute in the group. And the said hypothetical targeting attribute is provided to the user who is not provided with the same targeting attribute as the determined hypothetical targeting attribute. And the advertising information according to this targeting attribute is distributed as a targeting advertisement with respect to the user to whom this targeting attribute is provided.

  In this way, the hypothetical targeting attribute is determined based on the behaviors of a plurality of users in the group. That is, the hypothetical targeting attribute is a targeting attribute common to a plurality of users. Accordingly, the hypothetical targeting attribute is more likely to be of interest to users who are not assigned the same targeting attribute as the hypothetical targeting attribute, compared to targeting attributes that are not common to a plurality of users in the group. And the advertisement according to a hypothetical targeting attribute is delivered with respect to the user to whom the same targeting attribute as the hypothetical targeting attribute is not provided. Therefore, an advertisement can be effectively provided to the users in the group based on the actions of other users in the group.

  (2) The method according to (1), wherein the step of collecting the action history collects the action history using a cookie of a web browser.

  According to such a configuration, the advertisement distribution apparatus can identify the user terminal regardless of the network address. And the frequency | count of a user's site browsing and a visit history can be memorize | stored with respect to this user's terminal. By doing in this way, a user's past action history can be acquired.

  (3) The method according to (1) or (2), wherein the group is based on a group function of SNS (Social Networking Service).

  According to such a configuration, a plurality of users can be grouped. By doing in this way, a user's targeting attribute can be determined based on the information of other users.

  (4) The method according to any one of (1) to (3), wherein the predetermined number is a number equal to or greater than a predetermined ratio with respect to the number of users belonging to the group.

  According to such a configuration, the predetermined number can be set to a number greater than or equal to a predetermined ratio with respect to the number of users in the group. By doing in this way, it can extract only in the interest of a large number of users in a group, or a matter of interest, and a hypothetical targeting attribute with high accuracy can be determined.

(5) An advertisement distribution system including an advertisement distribution device that distributes advertisements to terminals via a communication network,
The advertisement distribution device includes:
Advertisement information storage means for storing advertisement information;
And behavioral history collection means for collecting the behavior history of Yu over The,
Based on the collected action history, a targeting attribute providing unit that determines and assigns a targeting attribute that is an element for determining the content of an advertisement distributed to the user;
A hypothetical targeting attribute determination means for determining a targeting attribute assigned to a predetermined number of users among users belonging to the same group as a hypothetical targeting attribute;
To the user the same targeting attributes and the assumption targeting attributes of users not assigned belonging to the group, and assuming targeting attributes applying means for applying the assumption targeting attributes,
Targeting attribute storage means for storing the targeting attribute assigned to the user and the hypothetical targeting attribute separately;
Based on the targeting attribute storage means, targeting advertisement delivery means for delivering an advertisement according to the assumed targeting attribute to a user terminal of the user to which the assumed targeting attribute is given;
An advertisement distribution system comprising:

  According to such a configuration, an effect similar to (1) can be expected by realizing the system.

  ADVANTAGE OF THE INVENTION According to this invention, an advertisement can be effectively provided based on the action of the other user in a group.

  Hereinafter, embodiments of the present invention will be described with reference to the drawings. However, these are merely examples, and the technical scope of the present invention is not limited thereto.

[Overview of the entire system]
FIG. 1 is a diagram illustrating an overall configuration of an advertisement server 10 and related elements according to the present embodiment. The advertisement server 10 is connected to user terminals or advertisement distribution target terminals 11a, 11b, and 11c (hereinafter simply referred to as user terminals 11) via the network 20. The user terminal 11 includes a display unit for browsing advertisements, and may be a mobile terminal such as a mobile phone or a PDA in addition to a PC.

  The advertisement server 10 determines the targeting attribute and the hypothetical targeting attribute that are elements that determine the content of the advertisement to be delivered to the user, and sends the advertisement according to the targeting attribute and the hypothetical targeting attribute to the user terminal 11. Used to deliver. Further, the advertisement server 10 collects the visit history of the user's website as an action history, and determines the targeting attribute of each user based on the collected action history. For such determination of the targeting attribute itself, an existing known technique may be used.

  Further, the advertisement server 10 stores group information, that is, group information based on the SNS group function, and this group information includes information on users registered in the group. Further, the hypothetical targeting attribute is determined based on the group information and the targeting attribute, and the hypothetical targeting attribute is given to a user who is not given the same targeting attribute as the hypothetical targeting attribute.

  Moreover, the advertisement server 10 delivers an advertisement according to the assumed targeting attribute to the user terminal 11 used by the user to whom the assumed targeting attribute is assigned. The advertisement data may be image data, a URL of a web page, or the like. These advertisement data may be added to a predetermined Web page or may be transmitted as an email.

[Hardware configuration]
FIG. 2 is a diagram illustrating a hardware configuration of the advertisement server 10 according to the present embodiment. The advertisement server 10 includes a central processing unit (CPU) 310 (a plurality of CPUs such as a CPU 320 may be added in a multiprocessor configuration), a bus line 200, a communication I / F (I / F: interface) that configure the control unit 300. ) 330, a main memory 340, a BIOS (Basic Input Output System) 350, an I / O controller 360, a hard disk 370, an optical disk drive 380, and a semiconductor memory 390. The hard disk 370, the optical disk drive 380, and the semiconductor memory 390 are collectively referred to as a storage device 410.

  The control unit 300 is a part that controls the advertisement server 10 in an integrated manner. By appropriately reading and executing various programs stored in the hard disk 370 (described later), the control unit 300 cooperates with the hardware described above, and Various functions are realized.

  The communication I / F 330 is a network adapter when the advertisement server 10 transmits / receives information to / from other devices such as the user terminal 11 (FIG. 1) via the network 20. The communication I / F 330 may include a modem, a cable modem, and an Ethernet (registered trademark) adapter.

  The BIOS 350 records a boot program executed by the CPU 310 when the advertisement server 10 is activated, a program depending on the hardware of the advertisement server 10, and the like.

  A storage device 410 such as a hard disk 370, an optical disk drive 380, and a semiconductor memory 390 can be connected to the I / O controller 360.

  The hard disk 370 stores various programs for causing the hardware to function as the advertisement server 10, a program for executing the functions of the present invention, a table to be described later, and the like. The advertisement server 10 can also use a hard disk (not shown) separately provided as an external storage device.

  As the optical disk drive 380, for example, a DVD-ROM drive, a CD-ROM drive, a DVD-RAM drive, or a CD-RAM drive can be used. In this case, the optical disk 400 corresponding to each drive is used. A program or data can be read from the optical disk 400 by the optical disk drive 380 and provided to the main memory 340 or the hard disk 370 via the I / O controller 360.

  The computer in the present invention refers to an information processing device including a storage device, a control unit, and the like. The advertisement server 10 includes an information processing device including a storage device 410, a control unit 300, and the like. The processing device is included in the concept of the computer of the present invention.

[Function configuration]
FIG. 3 is a diagram illustrating a functional configuration of the advertisement server 10 according to the present embodiment. The control unit 300 of the advertisement server 10 includes a group registration unit 101, an action history collection unit 102, a targeting attribute determination unit 103, a hypothetical targeting attribute determination unit 104, a hypothetical targeting attribute assignment unit 105, and a targeting advertisement distribution unit 106. And an advertisement information registration unit 107. The storage device 410 of the advertisement server 10 includes a user management DB 111 and an advertisement DB 112.

  Although not shown, the group registration unit 101 acquires group information based on the SNS group function from the SNS server, and stores the acquired group information in the user management DB 111. Here, the group information may be acquired from a service that enables grouping with other users by the group function in addition to the SNS.

  FIG. 4 is a user group table storing group information according to the present embodiment. The user group table is stored in the user management DB 111, and a plurality of user IDs are stored in association with the group ID. Note that the user may belong to a plurality of groups.

  The behavior history collection unit 102 collects a visit history of the user's website as a behavior history and stores it in the user management DB 111. Specifically, the action history collection unit 102 collects information related to an action history and a SNS user ID from a cookie of a web browser. And the information regarding this action history and the user ID are associated and stored in the user management DB 111. Here, the behavior history may be collected from a web browser cookie that can acquire a user's behavior history.

  The targeting attribute determination unit 103 determines an action history stored in the user management DB 111, that is, a targeting attribute based on the number of site visits and a search keyword, and an attribute that is likely to be of interest to the user. Targeting attributes are stored in the user management DB 111.

  FIG. 5 is a targeting attribute table storing the targeting attribute and the hypothetical targeting attribute according to the present embodiment. The targeting attribute table is stored in the user management DB 111, and a targeting attribute and a hypothetical targeting attribute are stored in association with the user ID. In FIG. 5, in order to clarify that the advertisement is distributed based on the assumed targeting attribute, the targeting attribute and the assumed targeting attribute are stored separately, but the present invention is not limited to this. The hypothetical targeting attribute may be stored as the targeting attribute.

  The hypothetical targeting attribute determination unit 104 refers to the user group table (FIG. 4) and the targeting attribute table (FIG. 5) stored in the user management DB 111 and extracts targeting attributes assigned to a plurality of users in the group. . Then, the extracted targeting attribute is determined as a hypothetical targeting attribute.

  A hypothetical targeting attribute is not a targeting attribute that is determined based on information such as the user's own behavior history, but a targeting attribute that is determined based on the targeting attribute of another user, and is assigned to multiple users in the group It is assumed that the targeting attribute is an attribute that the user in the group is interested in. The hypothetical targeting attribute determining condition is that the targeting attribute is assigned to a plurality of users in the group, but is not limited thereto. For example, it may be a targeting attribute assigned to a number of users equal to or greater than a predetermined ratio with respect to the number of users in the group.

  The hypothetical targeting attribute assigning unit 105 assigns the hypothetical targeting attribute determined by the hypothetical targeting attribute determining unit 104. Specifically, a user who is not given the same attribute as the assumed targeting attribute is extracted, and the assumed targeting attribute is assigned to the extracted user. The assumption targeting attribute is given by storing the assumption targeting attribute in the targeting attribute table (FIG. 5) in a state where the assumption targeting attribute is associated with the user. As shown in the description of FIG. 5 described above, the hypothetical targeting attribute may be given to the user as the targeting attribute. In this case, the targeting attribute determined as the hypothetical targeting attribute is given to all users in the group.

  The targeting advertisement distribution unit 106 distributes an advertisement corresponding to the assumed targeting attribute to the user terminal 11 of the user to which the assumed targeting attribute is assigned. Specifically, in the advertisement table (FIG. 6), which will be described in detail later, an advertisement including the same targeting attribute as the assumed targeting attribute is extracted, and the extracted advertisement is distributed. Here, when there are a plurality of advertisements to which the same targeting attribute is assigned, the advertisements may be randomly extracted from the plurality of advertisements. Further, as shown in the description of FIG. 5 above, when the assumed targeting attribute is given to the user as the targeting attribute, the advertisement corresponding to the targeting attribute is not limited to the user who distributes the advertisement to the user. It is good also as delivering.

  The advertisement information registration unit 107 acquires advertisement information to be distributed and stores the acquired advertisement information in the advertisement DB 112. Here, the advertising information includes a targeting attribute and a display advertisement to be displayed on the screen.

  FIG. 6 is an advertisement information table storing advertisement information according to the present embodiment. The advertisement information table is stored in the advertisement DB 112 and stores the targeting attribute and the display advertisement in association with the advertisement ID.

[Processing flow]
FIG. 7 is a diagram showing a flow of processing for distributing an advertisement based on the hypothetical targeting attribute according to the embodiment of the present invention.

  In step S <b> 11, the advertisement information registration unit 107 acquires the advertisement information to be distributed and stores it in the advertisement DB 112. The advertisement DB 112 is stored in the storage device 410 of the advertisement server 10, but is not limited thereto, and may be stored in another server.

  In step S12, the group registration unit 101 acquires SNS group information from the SNS server and stores it in the user management DB 111.

  In step S13, the action history collection unit 102 collects the action history of the user, associates it with the SNS user ID, and stores it in the user management DB 111.

  In step S <b> 14, the targeting attribute determination unit 103 determines a targeting attribute based on the action history stored in the user management DB 111 and stores it in the user management DB 111. For example, “housing” is assigned as a targeting attribute to a user who browses a lot of sites related to housing information.

  In step S15, the hypothetical targeting attribute determination unit 104 connects the user group table (FIG. 4) stored in the user management DB 111 and the targeting attribute table (FIG. 5) using the user ID as a key. And the targeting attribute provided with respect to several users in a group is extracted. Then, the extracted targeting attribute is determined as a hypothetical targeting attribute.

  In step S16, the hypothetical targeting attribute assigning unit 105 assigns the hypothetical targeting attribute determined by the hypothetical targeting attribute determining unit 104 to a user who is not assigned the same targeting attribute as the hypothetical targeting attribute in the group. To do.

  In step S <b> 17, the targeting advertisement distribution unit 106 extracts advertisement information corresponding to the assumed targeting attribute from the advertisement DB. Then, the extracted advertisement information is distributed to the user terminal 11. Here, distribution to the user terminal 11 is performed when a user visits a predetermined site such as a portal site or an SNS user-dedicated site while the user is logged in at the user terminal 11.

[Display information display example]
FIG. 8 is a diagram illustrating a display example when the hypothetical targeting advertisement is distributed to the user terminal 11 according to the present embodiment.

  In FIG. 8, the screen of the portal site 13 is displayed on the browser 12 of the display unit of the user terminal 11. And it can confirm that the advertisement image 14 regarding a house is displayed on the right part of the portal site 13. FIG. The display of the advertisement image 14 is a display corresponding to the assumed targeting attribute “house”. The user of the user terminal 11 is given “House” as the assumed targeting attribute.

  Hereinafter, a flow until “house” is displayed on the browser 12 of the user terminal 11 as the hypothetical targeting advertisement will be described with reference to FIGS.

  For example, as shown in FIG. 4, users with user IDs “0001”, “0002”, “0003”, and the like are registered for the group with the group ID “G001”. In addition, the user having the user IDs “0001” and “0002” is determined by the targeting attribute determination unit 103 as “targeting” as shown in FIG.

  The hypothetical targeting attribute determination unit 104 determines “housing” as the hypothetical targeting attribute because the targeting attribute “housing” is given to a plurality of users. Then, the hypothetical targeting attribute assigning unit 105 assigns the hypothetical targeting attribute “housing” as shown in FIG. 5 to a user who is not given “housing” as a targeting attribute, that is, a user with the user ID “0003”. .

  Then, the targeting advertisement distribution unit 106 extracts the advertisement with the advertisement ID “001” from the advertisement table (FIG. 6) as the advertisement corresponding to the assumed targeting attribute “house”, and sends it to the user terminal 11 with the user ID “0003”. Deliver to.

  As mentioned above, although embodiment of this invention was described, this invention is not restricted to embodiment mentioned above. The effects described in the embodiments of the present invention are only the most preferable effects resulting from the present invention, and the effects of the present invention are limited to those described in the embodiments of the present invention. is not.

It is a figure which shows the whole structure of the advertisement server 10 which concerns on embodiment of this invention, and a related element. It is a figure which shows the hardware constitutions of the advertisement server 10 which concerns on embodiment of this invention. It is a figure which shows the function structure of the advertisement server 10 which concerns on embodiment of this invention. It is a figure which shows the user group table which memorize | stored the user group which concerns on embodiment of this invention. It is a figure which shows the targeting attribute table which memorize | stored the targeting attribute and hypothetical targeting attribute which concern on embodiment of this invention. It is a figure which shows the targeting attribute table which memorize | stored the advertisement information which concerns on embodiment of this invention. It is a figure which shows the flow of a process which distributes an advertisement based on the hypothetical targeting attribute which concerns on embodiment of this invention. It is a figure which shows the example of a display when a hypothetical targeting advertisement is delivered with respect to the user terminal 11 which concerns on embodiment of this invention.

Explanation of symbols

DESCRIPTION OF SYMBOLS 10 Advertising server 11 User terminal 20 Network 101 Group registration part 102 Action history collection part 103 Targeting attribute determination part 104 Assumption targeting attribute determination part 105 Assumption targeting attribute provision part 106 Targeting advertisement distribution part 107 Advertisement information registration part 111 User management DB
112 Advertising DB
300 Control unit 410 Storage device

Claims (5)

A method of delivering ads,
In an advertisement distribution device that provides an advertisement distribution service,
Storing advertisement information;
And a step to collect the behavior history of Yu over The,
Determining and assigning a targeting attribute as an element for determining the content of the advertisement to be delivered to the user based on the collected action history;
Determining a targeting attribute given to a predetermined number of users among users belonging to the same group as a hypothetical targeting attribute;
Granting the hypothetical targeting attribute to users who are not assigned the same targeting attribute as the hypothetical targeting attribute among users belonging to the group ;
Dividing the targeting attribute assigned to the user from the hypothetical targeting attribute and storing it in a storage unit;
Delivering an advertisement according to the hypothetical targeting attribute to a user terminal of the user to which the hypothetical targeting attribute is assigned based on the storage unit;
Including methods.   The method of claim 1, wherein the step of collecting the action history collects the action history using a cookie of a web browser.   3. The method according to claim 1, wherein the group is based on a group function of SNS (Social Networking Service).   The method according to any one of claims 1 to 3, wherein the predetermined number is a number equal to or greater than a predetermined ratio with respect to the number of users belonging to the group. An advertisement distribution system including an advertisement distribution device that distributes advertisements to terminals via a communication network,
The advertisement distribution device includes:
Advertisement information storage means for storing advertisement information;
And behavioral history collection means for collecting the behavior history of Yu over The,
Based on the collected action history, a targeting attribute providing unit that determines and assigns a targeting attribute that is an element for determining the content of an advertisement distributed to the user;
A hypothetical targeting attribute determination means for determining a targeting attribute assigned to a predetermined number of users among users belonging to the same group as a hypothetical targeting attribute;
To the user the same targeting attributes and the assumption targeting attributes of users not assigned belonging to the group, and assuming targeting attributes applying means for applying the assumption targeting attributes,
Targeting attribute storage means for storing the targeting attribute assigned to the user and the hypothetical targeting attribute separately;
Based on the targeting attribute storage means, targeting advertisement delivery means for delivering an advertisement according to the assumed targeting attribute to a user terminal of the user to which the assumed targeting attribute is given;
An advertisement distribution system comprising:

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